The Role of Cultural Dimensions on the Sales Performance of Contraceptives The case of Family Planning in Addis Ababa
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Date
2020-06
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Addis Ababa University
Abstract
Ethiopia 's cultural features are complex and typically arranged along ethno-linguistic lines. These cultural features influence the socio-demographic, socio-cultural, socio-economic and socio-political factors of the country. Another thing that is influenced by the cultural background is the view towards family planning. There is an increase in family planning in Ethiopia, largely as a result of improving public access to information and services related to family planning. Nevertheless, Ethiopia remains one of the countries with low rates of contraceptive use with unmet needs and an increasing population. This study seeks to identify the role of cultural dimensions in the sales performance of contraceptives in the family planning sector in Addis Ababa. The study based its assumptions and derived its independent variables from the Hofstede cultural model, which identifies five basic cultural dimensions, namely distance power, individualism, masculinity, insecurity and long-term attributes. Using these variables as the basis for a structured questioner, from a target of 384 respondents, valid data was collected from 365 respondents. Further data was sourced from online scholarly articles and books. In order to analyse the response of the questioner, a descriptive analysis was used to summarize demographic data, correlation analysis was used to see any relationship between independent and dependent variables and lastly Regression analysis was used to know how much the independent variables influenced the dependent variable. After analysis, it was evident that there is a significant relationship between the cultural dimensions and the sales performance of contraceptives. Individualism, Masculinity and Uncertainty Avoidance played a major role out of the five dimensions where consumers purchase decision of contraceptives is highly affected by general societal choices and values, distinct gender roles and fear of unfamiliar situations. In pursuit of sustainable growth for companies in the family planning sector, this study recommends deep understanding of cultural cues and their significance in the community when making Marketing promotion decisions. Furthermore, the identification of influential community leaders and family heads in order to create the pre-awareness of family planning topics at all levels of the society will help the create better platform for open communication and the ability to make their own independent purchase decision free from bias
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Culture, Cultural Dimensions, Sales Performance